The cornerstone of a company’s brand narrative and storytelling efforts will all spring from the brand’s genesis story. The story of the creation of the brand, the who, the why, and the what of it, are the threads that weave the brand’s story together. A genesis story tells the consumer not only what the brand is and how it was created, but also about the brand’s values, what kind of company they are, and what kinds of people work there. Think of the brand genesis story as the brand legend.
The appeal of guerrilla marketing for the entrepreneur lies in the creative freedom to express the essence of a brand that is not bound by the restraints of size, decorum or editorial slant of traditional advertising, as well as the option for a low-cost campaign with the potential to go viral. Guerrilla marketing can be a bit like rolling the dice on a five and turning it into thousands—if it gets picked up and goes viral, you’ve accomplished a national or even international marketing campaign for the cost of something local.
Here are some tips for crafting a low-cost guerrilla marketing campaign for startups.
Andrew Witkin: When viewed as a way to raise brand awareness and impressions, a clicks-to-bricks move can still net an overall gain—if the traffic from the retail space driven to the website costs less than what it would to purchase those impressions through online advertising. The end goal of an omnichannel strategy is not only to engage customers with an experience that isn’t available online but also to use this unique experience and brand awareness to boost online sales.
Andrew Witkin: One of the main reasons businesses miss the mark with content marketing is that the goals and execution of effective content marketing are at odds with those of traditional marketing methods. While traditional marketing principles dictate that products and services should be the main focus of any advertising initiative, a successful content marketing strategy views a company’s products and services as secondary or supplemental to providing the audience with information that is useful to them and interesting to read or view.